Which is better for E-commerce? Facebook Ads vs. Instagram Ads?

  • Date: 05 June 2019
  • reading time: 5 Minutes
  • Blogger: Gurby Bulo


Choosing the right social media platform to advertise your brands and products is a question that most users have in mind. Facebook seem like a very good platform to advertise and showcase your brand since it reaches 2.07 billion monthly active users as of September 30, 2017, vs. Instagram's 800 million. However, Instagram has user-friendly features which can give your brand a boost once it uses this platform, as it also have a growing number of users. Twenty-five million users on Instagram are businesses, 200 million visit a business profile each day and 80% of users follow a business on instagram, which shows that it is also a good social media platform to use for ads.

If you want to sell on both platform, it is best to use both. Activate campaign ads on a campaign-by-campaign basis. The tricky part would be setting the budget for the campaigns on both networks. This may be answered by finding out which campaign brings in more revenue to your brand.

In identifying which platform is best for your e-commerce business, you need to know more about these three major objectives in the social media business:

1. Reach

The 800 million users of Instagram makes it a good platform for business ads. It also has stronger organic reach and has features like following through hashtags and “Suggestions for You”. Facebook on the other hand has 2.07 billion users which you can reach if you advertise on this platform. If you are targeting an age group or any group that you have in mind, Facebook is the best choice. Options are available if you want to create a new audience, usually found in the “Audience” section of ad set creation on Facebook Manager. Targeting options may include any of the following: locations, age, gender, languages, detailed targeting, connections and custom audiences. You may also include or exclude people in a Custom or Lookalike Audience.

2. Engagement

In 2017, 70.7% of businesses uses Instagram for their brands. This phenomenon is happening because 80% of users follow at least one business on this platform. More than 120 million users have visited a website, called a business, emailed or direclty messaged a business or even asked for directions. Ad targeting opportunity on Facebook, however, are huge because of its wider reach (2.07 billion users).

3. Demographics

A research by Pew Research found out that 31% of women and 24% of men use Instagram every day. It was also found out in the study that the platform is more popular with the 18 to 29 year old age group and that 55% of internet users of this group use Instagram, which futher proves that Instagram appeals to a younger audience.

Facebook, on the other hand, attract older users. It also has more female users. The study showed that 77% of female internet users use Facebook, and only 66% of males use it. Also, the study showed that 79% of users between the ages of 30 to 49, use Facebook and that young adults between the ages of 18-29 also use it. From this obeservation, Facebook reaches all age groups.

What are the Ad types that can be used for E-commerce?

Facebook has:

Should you use both Instagram and Facebook for your ads?

Yes, most definitely. Running your ads on both platform will allow: optimization and simplicity. And you will also be able to see which ad gets most clicks and see the cost. On Instagram, you can still advertise withiout an Instagram account. Facebook manager can help you with managing your ads on both platforms.

How much would it cost?

Facebook has an average cost-per-click of $0.35 and putting up an ad on holidays would be more expensive than on a non-holiday. The cost also vary on the hour of a day. It was also found out that ads are more expensive during the months of October, November, and December.

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  • Blogger: Gurby Bulo
  • E-mail: [email protected]
  • Online Marketing Strategy Expert at Social Media Gids
  • Internet entrepreneur Gurby Bulo is the Founder of Social Media Gids and host of @SMG Hangout. With his virtual team, they follow the latest online marketing developments because they like it ;-) and to provide you with information, strategies and support necessary to increase your online marketing knowledge, sales and growth on your way to (financial) freedom.
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